The Effect of Customer Relationship Management on Customer Loyalty: The Case of Zemen Bank Sc, Addis Ababa
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Date
2023-10
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Abstract
The purpose of the study was to examine the effect of CRM in building customer loyalty. The study will have significance for Zemen Bank S.C to identify the dimensions of CRM that are done properly and which need further improvement for the successful implementation of CRM. Accordingly, the study investigates four determinant variables by collecting data from 362 customers using a structured questionnaire and a convincing sampling technique to select the sample. Both descriptive and inferential statistics methods were used to analyze the data. The analysis has two parts, the first part deals with descriptive data using mean and standard deviation, while the second part tests dependent and independent variable relations using correlation and regression analysis. The study was presented with a quantitative approach. Overall, the results of the correlation analysis revealed that key customer technology-based CRM are at a moderately positive level. The other two, CRM organization and knowledge management, are the negatively correlated banks. Furthermore, multiple regressions of prior knowledge have negligible impact on customer loyalty. Based on the findings the study recommend, that, overall CRM organizational culture should consider providing effective rule and regulation on how CRM is practiced in the bank, specifically, the bank should improve all the variables of a key customer, CRM organization, knowledge management, and technology-based CRM for instance, increasing its ability to meet its promises, fulfilling obligation, providing consistent quality services and finally, the study recommends that the bank should improve all the variables and add other variable to increase loyal customers
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Customer Relationship Management